ITV Studios Global Entertainment has snapped up Smith & Brooks to create a boys' apparel line for Platinum Films' Matt Hatter Chronicles.
The new outerwear range - which will be aimed at four to ten year old boys - is due to launch in autumn/winter 2014.
"This licensed apparel deal with one of the best known and most respected names in the business is further evidence of the fast accelerating Matt Hatter Chronicles licensing programme," said Trudi Hayward, SVP head of global merchandising, ITVS GE. "Fans will be thrilled at the opportunity to wear clothing inspired by their hero and his adventures."
Mark Segalov, MD at Smith & Brooks, added: "The colourful, exciting and dynamic designs inspired by Matt Hatter Chronicles lend themselves perfectly to boys' apparel and we think boys will love the range we are bringing out next year.
"We are delighted to welcome Matt Hatter Chronicles to our portfolio of popular, high quality children's properties."
Other Matt Hatter Chronicles licensees include Simba Dickie Group, Penguin, Titan, Topps, Character World, Aykroyd, Trade Mark Collections, VMC and Pedigree.